Nude Your Food

Nude Foods

Tina Breidi, our South Africa correspondent, went to interview NUDE FOODS, a great example of how design can shape our food behavior and trigger new habits. NUDE FOODS tackles our plastic waste issue by offering new models that alter our weekly choices and practices around food.

What was your main inspiration that triggered you to start NUDE FOODS?

It was really born out of personal frustration with the lack of availability of alternative ways to shop plastic-free in Cape Town and at reasonable prices. I eat a plant based diet, and became increasingly frustrated with the amount of unnecessary packaging used by traditional supermarkets and the high prices charged on commodity type wholefoods and pantry goods.

How would you describe NUDE FOODS?

NUDE FOODS is an old school grocer with a modern twist! We are a bulk wholefoods, home and body product store, selling our goods unpackaged and by weight. We source direct from farms and importers and offer a wide range of non-GMO, cruelty free, and earth-friendly products.

The NUDE experience is more than just about unpackaged goods, shopping with us is a somatic experience which fully engages the shoppers senses. Customers are much more connected to the food and products they are buying, as you can see, smell, taste and even hear the chia seeds hitting the inside of your jar as you fill them. Beautiful scents of coffee beans and spices fill the air, and French jazz plays in the background, making shopping with us a very relaxed and enjoyable experience.

What can you tell us about South Africans’ feelings, responses and interactions with such a new approach at a food retail?

The response has been extremely positive. Many South Africans have been eagerly awaiting an alternative way to shop, more mindfully and consciously. We have a growing community of shoppers supporting us. And we are extremely grateful and thankful for that.

What is your vision for the future of NUDE FOODS in South Africa?

We currently have two stores:

  •         East City – 5 Constitution Street, Zonnebloem, Cape Town (just off Harrington Street)
  •         Newlands – Shop I, Montebello Design Centre, 31 Newlands Avenue, Newlands, Cape Town

In 2019 we will be opening two more stores in the Western Cape, and also launching an online offering. The long term vision is to have many stores around Southern Africa and possibly even other parts of the world. We are also developing the wholesale side of our business to supply hotels and restaurants with plastic-free products.


This interview was conducted by our South Africa correspondent Tina Breidi.

We live in a system where food convenience has been designed and marketed in a way not only to feed our bodies but to satisfy our minds, limiting our capacity to consider other alternative ways of doing. It is a vicious cycle that dangerously threatens our ecology, and thus our society in the long run.